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<p>This study examines students’ perceptions of the rebranding initiative at Arab Open University (AOU), Kuwait Branch, with a particular focus on the newly introduced logo and visual identity. Using a cross-sectional quantitative survey design, data were collected from undergraduate students across different faculties. The findings indicate generally positive evaluations of the new logo in terms of modernity, professionalism, visual appeal, and alignment with institutional values. Inferential analysis further revealed a strong positive association between overall logo evaluation and students’ recommendation intention (r = .80, <i>p</i> &lt; .001), with regression results showing that logo perception explained approximately 65% of the variance in advocacy behavior (R<sup>2</sup> = .65). The study contributes to higher education branding literature by demonstrating the significant relationship between visual identity transformation and stakeholder endorsement behavior.</p>

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Perceptions of rebranding: a survey of student attitudes toward the new logo of Arab Open University in Kuwait

  • 期刊论文

  • 发表日期：

    2026年4月28日

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  • Rashed Alhaimer,
  • Hend Hassan

摘要

This study examines students’ perceptions of the rebranding initiative at Arab Open University (AOU), Kuwait Branch, with a particular focus on the newly introduced logo and visual identity. Using a cross-sectional quantitative survey design, data were collected from undergraduate students across different faculties. The findings indicate generally positive evaluations of the new logo in terms of modernity, professionalism, visual appeal, and alignment with institutional values. Inferential analysis further revealed a strong positive association between overall logo evaluation and students’ recommendation intention (r = .80, p < .001), with regression results showing that logo perception explained approximately 65% of the variance in advocacy behavior (R2 = .65). The study contributes to higher education branding literature by demonstrating the significant relationship between visual identity transformation and stakeholder endorsement behavior.